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Facebook data: How it was used by Cambridge Analytica

Updated: Jul 21, 2018

The psychology behind Facebook data breach - BBC News


http://www.bbc.com/news


VOCABULARY:

accurate

adult

adverts

blend something together

change the mind

defend

digital footprint

election

employ

ever-growing web

fear

core traits

insight

in retrospect

influence

pledges

protector

prove – proved – proven

provide insight

score

tailor

target at something

threat

variables

variety

winning margin


PERSONALITY:

adventurous

agreeableness

compassion

consciousness

extroversion

forward planner

natural leader

nervous

neuroticism

open-minded

openness

rational thinker

EXERCISE (PDF)


Complete the gaps with correct words.


threats , accurate , personality, fears, scores, traits, considering, predicting, adult, targeted, pledges


Facebook data: How it was used by Cambridge Analytica

The psychology behind Facebook data breach - BBC News


How does it work?

The big five ______________ test has been used by psychologist for years. It ______________ you on five core traits.

Openness, Consciousness, Extroversion, Agreeableness, Neuroticism

Blended together these broad ______________ sort people into personality types. In fact, this algorithm has been proved impressively ______________. With just 10 likes, it’s better at guessing what kind of person you are than your colleagues. 150 likes, it’ more accurate than your parents. And with just 3 hundred likes, it’s better at ______________ your personality score than your partner. But everyday people share more than just likes. Our digital footprint ______________ is a vast, ever-growing web of status posts, shares, messages, photos. All of which provide______________ Facebook further insight into who we are.

Cambridge Analytica were employed by President Trump’s campaign during the 2016 US Election.

The company’s former boss, Alexander Nix, claimed before the election to have predicted the Big Five score of every ______________ in America.

But what did they do with that information?

On Facebook, hundreds of adverts were posted every day ______________ at specific personality types, tailored towards people’s innermost ______________, needs and emotions. For example, one of Donald Trump’s key ______________was to defend the Second Amendment: The right of the individual to carry a gun. It was a user’s Big Five score which dictated which advert landed in their news feed.

For some people the advert will be sending a message that freedom must be protected from outside ______________. For other’s suggesting guns are an essential tool in safeguarding others.

Can Big Data win an election?

Cambridge Analytica claimed it did. They say it was their data and research that gave President Trump the winning margin.

However, it’s nearly impossible to prove, simply because there are too many variables.

Political parties around world will be ______________the lessons of Cambridge Analytica. The big Data genie is out of the bottle. Will these adverts change our mind or influence election?


ANSWERS





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